Sobeys’ Better Food for All campaign is stretching across the pond.
The retailer announced last week a new challenge asking Canadians to share how better food choices have helped them live a better life. The winner will be awarded a cooking lesson with celebrity chef Jamie Oliver in London, U.K.
Until March 26, Canadians who post a photo or video on Twitter or Instagram with a brief description of how food choices have helped them feel better and the hashtag #BetterFoodForAll will be entered into the contest.
“We’re using a multichannel approach to drive awareness and encourage Canadians to participate,” said Paul Kurvits, director of brand marketing for Sobeys.
Kurvits said upcoming activities will include a partnership with The Marilyn Denis Show, a social media strategy to engage content on all Sobeys social properties, a Twitter chat, as well as custom content on Sobeys.com and BetterFoodForAll.com. The campaign will also be promoted using point-of-sale materials and inclusion in the Better Food News flyer.
Last July, shoppers could participate in a similar contest where they could win a cooking class with Oliver in Toronto.
“To date, thousands of Canadians have participated in the #BetterFoodForAll challenges which began last summer,” said Kurvits. “One week in to the latest challenge, we’re seeing a strong participation rate and some great stories about how better food has inspired better lives such as Canadians who have lost weight as a result of eating better or a family who recently completed a hike – something they were able to do now that they’re eating better. “
To help Canadians eat better throughout 2015, Sobeys will hold other in-store campaigns including a “Power Up with Green” promotion highlighting green produce. Sobeys has also launched an “Eat Better” contest where they will give away a Vitamix blender each week until February 25.